Shifting Traditional Thinking

The Insight

Most people think a car is a way to get from point A to point B. Others see it as an extension of themselves. To those people, cars are a hard-to-describe, rational, and emotional mix of acceleration and obsession and metal and memories.

The Message

Cars can be a way to strengthen human relationships. And the greatest gifts are ones that help a person celebrate something they love with someone they love.

The Shift

From sellers of car gifts to creators of memorable experiences for automobile enthusiasts and the people who love them.